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Wavemaker Slovakia

Kampaň mesiaca: Milka Vajíčkobranie

Work19 April 2022
Zdieľať

Cieľom veľkonočnej Milka  kampane bolo predstaviť u nás stále relatívne opomínanú tradíciu Vajíčkobrania, v zahraničí známu ako egg hunting. Hľadanie vajíčok je tradícia, ktorá sa objavuje naprieč celou Európou, najpopulárnejšia je v Nemecku, Rakúsku a Francúzsku. Málokto však tuší, že tento zvyk má svoje korene aj v našom regióne, a to už od 16. storočia.

Odtedy však už uplynulo veľa vody a neistá pandemická situácia v posledných rokoch vajíčkobraniu tiež práve nehrala do karát. Chcelo to teda modernejší prístup a Milka preto vytvorila online mobilnú hru vajíčkobrania. Úlohou výhry chtivých účastníkov bolo nájsť veľkonočné čokoládové zajačiky a vajíčka roztrúsené naprieč celým Slovenskom. Samozrejme v online prostredí. Súťaž technicky využila rozhranie Google Maps, v ktorom hráči zoomovali mestá a obce na Slovensku. Po nájdení veľkonočnej sladkosti im boli na ich hráčske konto pripísane body a keď ich nazbierali dosť, mohli sa zapojiť do žrebovania o peňažné výhry.

Aplikácia bola podporená online kampaňou, v ktorej sme nasadili 5 custom kreatív pre Bratislavu, Košice, Žilinu, Prešov a Banskú Bystricu, aby sme zapojili užívateľov v ich domácom prostredí.

Vajíčkobranie Milky podporili aj influenceri Selassie a LucyPug a inšpirovali tak mnohých, aby si túto súťaž počas samotnej Veľkej noci preniesli do offline sveta a strávili tak so svojimi najbližšími príjemný čas plný zábavy a čokoládovej odmeny.

Laura Hrubíková

Senior Account Manager
Wavemaker Slovakia

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